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11/2/2011 1:57PM

Design Your Own $8,000 Burberry Trench Coat

The Burberry bespoke program lets customers design their own trench coats for incredibly high prices. Very few shoppers will be able to afford one, but as Paul Sonne explains on Lunch Break, well-known fashion folks and celebrities will do it.

This transcript has been automatically generated and may not be 100% accurate.

go ... the luxury retailer Burberry had the new customized service that will have high and fast in the state salivating it's called ... the Rebbe spoke impulse only from London is here to tell us all about it ... and call I understand it said the iconic trench coat that we know from her very ... idea when the luxury items everyone Cunnane hopes to have now we can actually design your own this is an interesting twist on the high imagery market is not ... yet said staff to leave the first big luxury retailer that we've seen it ... go out there and launch additional mass customization program um no ... other brands like Louis Deyton and Prada or you can add ... a monogram into your different product the cancer build your own product ... and what Gerberi has done is they've launched the eighth role on customization program on mine and they estimate that as a bout ... of million choices ... on so that means that you can you can really make your own cup does not look like some analysis ... and another calling it a paper like fairy ... tale of brand was that mean that ... that's or more are terminal apology and their son I mean what does the with the way these codes are priced a story about eighteen hundred dollars and then move all the way up to about nine thousand dollars ... Levisohn is the same level ... yet this isn't for your average buyer than a litre product really is on so that they in particular in this grand scheme of Gerberi is is an ... inner Heinz's price or on the same level as their highest branch of the three differing gradations and so what this means is that in this isn't served something and are necessarily expecting all BERBERA customers to be able to access the what it does is it sort of ... Opes the law Street credentials of the brand before giving you can even do this in the first place ... palms or says something about about how what curious things can be if you're if you come up every customer ... ALM so it's it's not just for people who will buy the cuts it's also for communicating something to all the people who can't ... cut the meat you want and the also gets a lot of interesting information from customers who want a give and or stand it you can go on the site and design your own code even if you don't purchase that ... and and pay back its price that he can play around with that and and Gerberi hopes to learn alot from their customers from this what are they hoping to gain ... yet well I think what is so interesting about this initiative is ... that it is not only about the actual cuts that they're trying to sell its just as much a marketing initiative from a digital marketing efficient as it is about sort of shifting cuts at ... the factory on and and what what in the reason for that is because people can go on they can build their own votes on the can share it on Twitter and Facebook ... and they can email it to their parents or their spouse ... of and what that does is that they generate buzz for the brand be it gives Bob Gerberi information about the kinds of goods people want what they think isn't ... interesting and different parts of the world and then CEO in also it also creates this the sort of ... on ... desired ... the Gerberi basically want people to spend time on their website and is this allows answer to play running is another reason to spend more time engaging with the brand ... the by now than ever Italy air on Manthey are we going to be seeing more mass customization of high-end luxury products are even lower end products that every tell face going forward ... yet what what is interesting is people are predicting is that it's their server ... combined forces here one is that ... customers and is that they want more from their products to expect things to look to them he ... says they can get so much more in the city will to get off the Internet and to what technologies are becoming cheaper ... ALM so the big companies can do this in a nice and easily accessible way in a way that they couldn't do before ... so as a result what people are predicting that the of the next step after mass production ... is mass customization ... in the luxury sector is an interesting place for that to start because it's a way for much Treaty to certain get back to its Breathes one of the things that happened during the bigger on the big economic growth that we saw on the last decade and a half islet tree became sort of ... more approachable for the masses aam there are certain countries are next to you and I can think of that year weren't necessarily unattainable bought her for the vast majority people he saw people or the be able to access is priced at Avici a problem for the luxury industry in a way that we obviously it is good growth for that it's a problem long term because the standpoint of what tree is is that other people can happen ... um so this is a way for these companies to get back to their serve a luxurious look shredder image ... of the and and and how something the people that that is special for people ... I didn't think the fall thank you so much in London's Monness about the Burberry the